Forward context browsing

ABSTRACT

Online retailers and advertisers typically attempt to glean information about a potential customer from his or her web browser click history. However, relying on only a potential customer&#39;s click history is not an effective means for tailoring and personalizing web content for the user in the moment of customer interaction with the web content. Obtaining information about the user&#39;s engagement with web content is critical to successful personalization of web content in real-time. The present invention provides solutions for monitoring, tracking and calculating user engagement with web content that enables successful personalization of web content in the moment of interaction. The features of the present invention improve the customer experience of shopping online for products by providing web content that is personalized and targeted to the customer, as well as providing online retailers with a way of customizing the customer&#39;s shopping experience such that prospective customers convert to buyers at a high rate.

RELATED APPLICATION

This application claims the benefit of U.S. Provisional Application No.62/368,883, filed on Jul. 29, 2016. The entire teachings of the aboveapplication are incorporated herein by reference in their entirety.

BACKGROUND

In the past, web page content was mostly static. Over time, web pagecontent has become dynamic and malleable. Real-time modification of webpage content can have significant impact on user behavior.

SUMMARY

The main purpose of online advertising is to get potential customers toa web site where they will buy a product. Previously, online advertisingbased on static web content simply directed a user to a website with thehope that the user will actually buy the product. Content based onlineadvertising relies on editors or product reviewers writing onlinearticles and reviews about products. These online articles and reviewsare also intended to lead the user to a product website but in a mannerthat increases the chances that after arriving at the product website,the user will actually buy the product.

Online retailers and advertisers typically attempt to glean informationabout a potential customer from attributes in the web page request. Whena potential customer arrives at retailer's website, the retailer may beable to determine how the user arrived at the website based on thereferrer attribute. For example, the referrer can reveal whether theuser arrived at the website by following a link in an advertisement orwhether the user followed another path that eventually led to theproduct website. Therefore, Web content (i.e. article, review) informingusers about a product can direct the users to the product website andalso inform the product website how the user arrived at the website(i.e. the referrer attribute). Based on this information, a productwebsite can obtain some insight about the user's interest, allowing theproduct website to dynamically redesign and personalize the web contenton the landing page. For example, the referrer for the potentialcustomer may indicate that prior to arriving at the product website, thecustomer had read an in-depth article or review about the product andsubsequently clicked on a link offering a coupon for the productmentioned in the article. In this case, the customer is already highlyinformed about the product and should be treated differently from acustomer having no knowledge about the product. A customer having noknowledge of the product can arrive at the product website by clickingon an advertisement containing minimal information about the product.Tailoring and personalization of the landing page's web content, in amoment of customer interaction (real-time), based on customer knowledgeabout a product can result in a higher conversion rate of potentialcustomers to actual buyers.

However, relying on only a potential customer's source is not aneffective means for tailoring and personalizing web content for the userin the moment of interaction with the web content. Many sites instructthe browser not to pass along referrer information. Even for sites thatdo, it is very minimal information on which to customize the landingpage. For example, how can we know that the user was truly engaged inreading product's online review? The user can simply scan the article ornot read it at all. Perhaps the user read only portions of the onlinearticle. Thus, the user's engagement with the online product review orarticle is indicative of the user's knowledge of the product. Obtaininginformation about the user's engagement with web content is critical tosuccessful personalization of web content in the moment of userinteraction. An embodiment of the present invention provides solutionsfor monitoring, tracking and calculating user engagement with webcontent that enables successful personalization of web content in themoment of user interaction. The features of the present inventionimprove the customer experience of shopping online for products byproviding web content that is personalized and targeted to the customer,as well as providing online retailers with a way of customizing thecustomer's shopping experience such that prospective customers convertto buyers at a high rate.

Know Your Customer is a common mantra across sales and marketing in alldisciplines. In person to person sales, the vendor covets introductionsto customers by other trusted parties, and the content of theseintroductions significantly impact how the vendor approaches the sale.For example, if a vendor is introduced to a potential customer by athird party who notes that he already told the prospect all about thefeatures of a product, the vendor will address the prospect verydifferently from another who came in on a cold call. The presentinvention enables a mechanism for third party web sites to convey detailabout a prospect to a vendor site. This enables the vendor web site tocustomize its pitch appropriately.

In some embodiments, the present invention considers that prospects maybe referred to a vendor from a wide variety of sites that are themselvesoften changing. By establishing a common language by which a referringsite can express the qualifications of the prospect, the vendor sitebetter service referrals by many diverse sites.

In some embodiments, a data processing system may be configured toprovide qualification information regarding an end user device during apotential sales process. The qualification information may be renderedin an electronic packet that bundles qualification data about aprospective customer target into a common format. The electronic packetmay be generated in response to a user event at a sales site of a thirdparty service provider operating on a communication network. Theelectronic packet may be configured in a common computer readable formatthat computationally qualifies a user operating a computational device.The electronic packet may include qualifying data that inform a salesprocess including qualifying the user based on at least one of: genderbracket or age bracket. The qualifying data may also include anindication and associated password to inform the sales process to blockadvertising clutter. The sales process may be processed at least in partvia a third party service provider. Using a communication interfacearranged, third party service provider being transmitted the prospectivecustomer qualification packet. The electronic packet being configured tocause the third party service to trigger, in the moment of interaction(real-time), modification to web content at the sales site includingcausing implementation of a Call to Action transmission link configuredto personalize the sales process on the landing page transmitted to theuser's computational device. The electronic packet being configured tocause the third party service to trigger, in the moment of customerinteraction, modification to remove advertising clutter, such asunrelated advertising popups, from web content on the landing page.

BRIEF DESCRIPTION OF THE DRAWINGS

The foregoing will be apparent from the following more particulardescription of example embodiments of the invention, as illustrated inthe accompanying drawings in which like reference characters refer tothe same parts throughout the different views. The drawings are notnecessarily to scale, emphasis instead being placed upon illustratingembodiments of the present invention.

FIG. 1A is a diagram illustrating a computer network or similar digitalprocessing environment in which the present invention may beimplemented.

FIG. 1B is a block diagram of certain components of the computer nodesin the network of FIG. 1A.

FIG. 2 is a block diagram of a system implemented according to anembodiment of the present invention.

FIG. 3 is a flow diagram illustrating a process employed by anembodiment of the present invention.

FIG. 4 is a block diagram of system components in embodiments of thepresent invention.

DETAILED DESCRIPTION OF THE INVENTION

A description of example embodiments of the invention follows.

Digital Processing Environment

An example implementation of a system according to the invention may beimplemented in a software, firmware, or hardware environment. FIG. 1Aillustrates one such example digital processing environment in whichembodiments of the present invention may be implemented. Clientcomputers/devices 150 and server computers/devices 160 (or a cloudnetwork 170) provide processing, storage, and input/output devicesexecuting application programs and the like. Client computers/devices150 may be linked directly or through communications network 170 toother computing devices, including other client computers/devices 150and server computer/devices 160.

The communication network 170 can be part of a wireless or wirednetwork, remote access network, a global network (i.e. Internet), aworldwide collection of computers, local area or wide area networks, andgateways, routers, and switches that currently use a variety ofprotocols (e.g. TCP/IP, Bluetooth®, RTM, etc.) to communicate with oneanother. The communication network 170 may also be a virtual privatenetwork (VPN) or an out-of-band network or both. The communicationnetwork 170 may take a variety of forms, including, but not limited to,a data network, voice network (e.g. land-line, mobile, etc.), audionetwork, video network, satellite network, radio network, and pagernetwork. Other electronic device/computer networks architectures arealso suitable.

Server computers 160 may be configured to provide system 100. The servercomputers may not be separate server computers but part of cloud network170.

FIG. 1B is a block diagram of any internal structure of acomputer/computing node (e.g., client processor/device 150 or servercomputers 160) in the processing environment of FIG. 1A, which may beused to facilitate displaying audio, image, video or data signalinformation. Each computer 150, 160 in FIG. 1B contains a system bus110, where a bus is a set of actual or virtual hardware lines used fordata transfer among the components of a computer or processing system.The system bus 110 is essentially a shared conduit that connectsdifferent elements of a computer system (e.g., processor, disk storage,memory, input/output ports, etc.) that enables the transfer of databetween elements.

Attached to the system bus 110 is an I/O device interface 111 forconnecting various input and output devices (e.g., keyboard, mouse,touch screen interface, displays, printers, speakers, audio inputs andoutputs, video inputs and outputs, microphone jacks, etc.) to thecomputer 150, 160. A network interface 113 allows the computer toconnect to various other devices attached to a network (for example thenetwork illustrated at 170 of FIG. 1A). Memory 114 provides volatilestorage for computer software instructions 115 and data 116 used toimplement software implementations of some embodiments of the presentinvention. Such components 115, 116 of the system 100 described hereinmay be configured using any programming language, including anyhigh-level, object-oriented programming language, such as Python.

Software components 114, 115 of the system 100 described herein may beconfigured using any known programming language, including anyhigh-level, object-oriented programming language. The system 100 mayinclude instances of processes, which allow third party serviceproviders/users to facilitate modification to web content in the momentof interaction with the web content. The system may include instances ofan engagement scoring engine, which can be implemented as a client thatcommunicates to the server 160 through SSL and computes an engagementscore that provides a measure of confidence about the level of userengagement with web content. Preferably, the engagement score includesdata arranged to inform a vendor on the qualification of the prospectivecustomer. In some embodiments, facilitating of web content, in themoment of interaction, based on a level of user engagement with onlinecontent in a web browser running on the computing device 150 may beimplemented via a software embodiment and may operate, at leastpartially, within the browser session.

In an example mobile implementation, a mobile agent implementation ofthe invention may be provided. It can use, for example, the XMPPprotocol to tether, in the moment of interaction (real-time), webcontent modification 115 on the device 150 to a server 160. The server160 can then issue commands to the phone on request. The mobile userinterface framework to access certain components of the system 100 maybe based on XHP, Javelin and WURFL. In another example mobileimplementation for OS X and iOS operating systems and their respectiveAPIs, Cocoa and Cocoa Touch may be used to implement the client sidecomponents 115 using Objective-C or any other high-level programminglanguage that adds Smalltalk-style messaging to the C programminglanguage. The system may also include instances of server processes onthe server computers 160.

Disk storage 117 provides non-volatile storage for computer softwareinstructions 115 (equivalently “OS program”) and data 116 used toimplement embodiments of the system 100. The system may include diskstorage accessible to the server computer 160. The server computer canmaintain secure access to records related to the authentication of usersregistered with the system 100. Central processor unit 112 is alsoattached to the system bus 110 and provides for the execution ofcomputer instructions.

In one embodiment, the processor routines 115 and data 116 are computerprogram products, e.g. an engagement scoring engine (generallyreferenced 115), including a computer readable medium capable of beingstored on a storage device 117, which provides at least a portion of thesoftware instructions for the device identification system 100.Executing instances of respective software components of the deviceidentification system 100, such as instances of an engagement scoringengine may be implemented as computer program products 115, and can beinstalled by any suitable software installation procedure, as is wellknown in the art. In another embodiment, at least a portion of thesystem software instructions 115 may also be downloaded over a cable,communication and/or wireless connection via, for example, a browser SSLsession or through an app (whether executed from a mobile or othercomputing device). In other embodiments, the system 100 softwarecomponents 115, may be implemented as a computer program propagatedsignal product embodied on a propagated signal on a propagation medium(e.g., a radio wave, an infrared wave, a laser wave, a sound wave, or anelectrical wave propagated over a global network such as the Internet,or other network(s)). Such carrier medium or signals provide at least aportion of the software instructions for the present deviceidentification system 100 of FIG. 1D.

Facilitating Modification to Web Content in the Moment of Interaction

User analytics are typically based on the user behavior of pastvisitors/users. Online retailers have little or no information about thepersonal preferences of the current visitor other than cookiesassociated with the current visitor's web browser—for example, whetherthe current user is a new visitor or has previously visited the website.However, in order to convert a prospective customer to a buyer requirestreating a prospective customer having minimal or no knowledge of theproduct differently from one that is knowledgeable about the product.

FIG. 2 is a block diagram 200 illustrating an embodiment of the presentinvention. A Referrer 205 leads a potential customer via Online Ad 210to Advisor 220 that in turn leads the potential customer to the MerchantWeb Site 235 via Online Article 225. Referrer 205 provides Online Ad 210in a web browser running on a user's machine. Online Ad 210 isassociated with a specific marketing campaign or special offer indicatedby Campaign ID 215. If Online Ad 210 captures the user's interest, theuser clicks on a link associated with Online Ad 210 causing Referrer 205to send the user and Campaign ID 215 to Advisor 220. In an embodiment,the Advisor 220 provides the user with web content in the web browser inthe form of Online Article 225. In an embodiment, Online Article 225 isa review or article about a product associated with Campaign ID 215.Advisor 220 monitors and tracks user behavior and interaction withOnline Article 225. In some embodiments, Advisor 220 monitors and tracksuser behavior via a listener embedded within the Online Article 225. Inan embodiment, Advisor 220 renders the web content in the web browserand before the web browser draws the page containing the web contentsuch that it would be visible in the web browser, it raises an eventindicating that the browser is about to draw the web content.

In some embodiments, the inventive system 200 includes a scriptedlistener as a portion of the webpage. For instance in one embodiment,the listener may be implemented in java script without requiringmodification of the end-user's browser. The listener can decipher datainstructs a vendor on the qualification of the prospective customeroperating an end user internet browser at the client system. In someembodiments, the listener can be implemented a browser plugin thatimplements a listener.

In some embodiments, the Advisor 220 raises an event indicating that thebrowser is about to draw the web content. For example, a listener maybeexecuted to detect when the browser is about to draw the web contentprovided by Advisor 220. Thus, in response to detecting that the browseris about to draw the page at the Advisor 220, the plugin or eventlistener causes control of the page to be intercepted from the browser.Software code in the third party website may be automatically updatedand certain code potentially replaced in the third party content toconfigure the listener.

The event listener monitors and tracks user interaction while the useris viewing the Online Article 225. An Engagement Score 230 is calculatedbased on the monitored and tracked user behavior and interaction.Preferably, the engagement score includes data arranged to inform avendor on the qualification of the prospective customer at the client.In this way, a referrer system may be provided that computationallydeciphers the proactive context information of the client system andtransfers that information via a communication network to a vendorcomputer system.

In some examples, the engagement score may be calculated based onspecific user actions such as clicking on a link placed at the end ofOnline Article 225 cause Advisor 220 to send the user, Campaign ID 215and calculated Engagement Score 230 to Merchant Web Site 235. Based onthe calculated Engagement Score 230 and Campaign ID 215, Merchant WebSite 235 configures the offer or directs the user to a personalized andcustomized landing page having Offer 240. In this way, the webpage willnot have to redirect to another, which is typically requiredconventionally. Instead, the webpage will be reconfigured with apreprocessor that just dynamically configures itself.

Engagement Score Calculation

The user engagement score is based on factors indicative of the user'sbehavior while viewing or interacting with web content. For example, incalculating the engagement score, embodiments of the present inventionobtain information about how the user arrived at the web content and thelength of time the user spent viewing the web content. The length oftime between scrolls indicates whether the user is reading the articlein a paced manner. For example, a user scrolling quickly through anarticle is indicative of low user engagement and decreases theengagement score while a user scrolling quickly through the article in apaced manner is indicative of a higher user engagement and increases theengagement score. For example, a user opening an online article andscrolling to the bottom of the page within 10 seconds, decreases theengagement score. A mouse hovering over other items while the user isviewing the web content also decreases the engagement score. Thus, acombination of several factors such as user click history, scroll andmouse behavior indicates the user's engagement with the content in theonline article and is therefore, contributes to the calculation of theuser's engagement score. Also, a user may have visited a content pageone or more times before. This can indicate a period of deliberation. Insome embodiments, other factors, including known traits of the user,such as the gender of the user, the net worth of the user, whether theuser is a frequent traveler, geographic information of the user (e.g.,from a geo location service or IP address location), and the like mayalso contribute to the calculation of the user's engagement score.

The engagement score is a subjective calculation and may be implementedwith different algorithms on different sites. The goal of the referringsite and the vendor site are aligned, so there is a mutual desire toachieve the most accurate measurement of a prospect.

Engagement Score Calculation Examples

An engagement score can be computed based on a number of factors.Preferably, the engagement score is calculated based on a multitude ofadditional tests/factors associated with the level of user engagementwith web content, such as the user's mouse movements, as well as a rangeof additional context verification factors.

FIG. 3 is a flow diagram 300 illustrating an embodiment of the presentinvention. In a first scenario, there is no calculation of a userengagement score. Referrer 305 provides users with Online Ad 306containing minimal information about a product. User interaction withOnline Ad 306, directs the user to a landing page on Merchant Web Site345. However, without a user engagement score, the Merchant Web Site 345assumes that the user has minimal or no knowledge about the product andtherefore, provides basic product information such as “What we do” 346,“What you get” 347, “Learn More” 348 and “Interested? Buy now” 349further providing an “Open purchase form” 350.

In second scenario, Referrer 307 provides Online Ad 308. Userinteraction with Online Ad 308 directs the user to Advisor 320 and webcontent in the form of Online Article 325. Advisor 320 monitors andtracks user behavior and interaction with Online Article 325. In anembodiment, the monitoring script is embedded in Online Article 325.Specific user actions such as clicking on a link placed at the end ofOnline Article 325 trigger the tracked User Behavior and History 321 tobe sent to an Engagement Score Calculator 322. In an embodiment, theEngagement Score Calculator 322 is a third party entity having, in someembodiments, a database that evaluates the User Behavior and History 321and calculates the Engagement Score 323. In some embodiments, the thirdparty site may base its calculation entirely on interaction with noprior (or perhaps future) knowledge of the user, and thus, a database isnot necessary. A user highly engaged with Online Article 325 has a highEngagement Score 323 indicating that the user is knowledgeable about theproduct described in Online Article 325. Therefore, a potential customerarriving at the Merchant Web Site 335 with a high Engagement Score 323is associated with a customer that is likely to buy the product.Therefore, the content on the landing page on Merchant Web Site 335facilitates the purchase of the product by presenting the customer with“Thank you for your interest” 336 and “Please Enter Credit Card” 337along with “Buy Button” 338.

In contrast, a user not engaged with Online Article 325 has a lowEngagement Score 323 indicating that the user has minimal or noknowledge about the product described in Online Article 325. Thus,Merchant Web Site 335 provides basic product information such as “Whatwe do” 346, “What you get” 347, “Learn More” 348 and “Interested? Buynow” 349 further providing an “Open purchase form” 350 (similar to asshown for Merchant Web Site 345).

Referring, for example, to FIG. 3, in an embodiment, each of the factorsassociated with user behavior and interaction while viewing OnlineArticle 320 is assigned a weight. The engagement score calculationdetermines whether a factor is present, and if it is present, it isincluded in the aggregated total. The engagement scoring engine looks tothe factor with the highest weighting assigned to it, and designates itas the “first factor”, while the factor with the next associated highestweight is designated the “second factor,” and the process continues in asimilar manner for third, fourth . . . factors.

Engagement Scoring Analytics

Information related to additional context verification test/factors usedin the calculation of an engagement score, including informationregarding which tests/factors are successfully applied versus those thatwere processed but were not successfully applied can be used to improvethe quality of the engagement scoring engine. For example, an analyticstool (such as a web analytics tool or BI tool) may produce variousmetrics such as measures of additional context verification factor/testsuccess based on the combination of other criteria (e.g. environmentvariables associated with level of user engagement with online content),and filter these results by time of the day or time period or location.Such measures can be viewed per test/factor to help improve theengagement scoring engine/agent/tool because the results may beaggregated across a multitude of devices, users, and third party serviceproviders.

An analytics tool offers the possibility of associating otherquantitative data beside frequency data with a successful test/factorapplication. For instance, the results of a high engagement scorecalculation could be joined against the metrics derived by an analyticssystem (such as a web analytics solution or a business intelligencesolution).

Furthermore, analytics data for a calculated engagement score for a usercan be aggregated per type of user. For example, it could be of interestto know which types of tests/factors are most or least conducive to ahigh engagement score calculation, or on the contrary, applied to a lowengagement score calculation.

Engagement score analytics can be used to discovers useful trends inuser behavior. For example, determining how the user found the webcontent, the user's engagement with the web content and where the userwent to after viewing the web content are useful for developingheuristics for modification of web content in the moment of interaction.For example, if it turns out that a large percentage of users afterviewing specific created web content subsequently choose to click a linkon the bottom of the page leading them to the product web site andresulting in an actual purchase of the product, an online retailer ofthe product can decide to spend more money on advertisements that directusers to the specifically created web content.

Some embodiments collect user behavior data for later analysis. When auser exits the web content, some embodiments send the monitored andtracked user behavior data to a repository to be stored and analyzed ata later time. For example, if user behavior data collected over a periodof time reveals that visitors arriving at a product website around 10P.M. tend to actually purchase a product, then a visitor to the productwebsite site around 10 P.M. is treated differently from a visitor thatarrives at the product website at 6 P.M.

Personalized Web Content

FIG. 4 is a block diagram of a content engagement system 400 inembodiments of the present invention. The content engagement system 400includes a listener (event listener script) component 410, wrappercomponent 420, and engagement scoring engine component 430. Thesecomponents 410, 420, 430 of the content engagement system 400 areoperably coupled to the web browser 470 executing on the user device 460of a prospective customer. In some embodiments, some or all of thesecomponents 410, 420, 430 of the content engagement system 400 may becontrolled by a server 480 of a content advertiser or content publisher(conduit to seller). The listener 410 computationally deciphers themonitored and tracked customer interactions 474 with web content, suchas within a content article, via the web browser 470. The wrapper 420,in communication with the listener 410, caches and formulates 472 thecommunicated monitored and tracked interactions 412 of the prospectivecustomer as qualification data. The wrapper 420 is also in communicationwith the engagement scoring engine 422 that calculates an engagementscore 422 based on the communicated monitored and tracked interactions412, which is included in the qualification data. The wrapper 420 maythen bundle the qualification data of the prospective customer targetinto an electronic packet in a common computer readable format, such asHTTP. The wrapper 420 may also include in the electronic packet aUniversal Resource Locator (URL), or other indicator, of a sales websiterequested (e.g., via clicking a website link in the content article orother web content) by the prospective customer in relations to the webcontent.

In some embodiments, the qualification data in the electronic packetalso includes an indication to display the requested sales websitewithout other advertising clutter or attention grabbers, such as popupadvertisements or other extra advertisements. The indication enables theadvertising clutter to be blocked by request. In some embodiments, thewrapper 420 may include an attribute, such as “&noclutter=true” in theURL for the website requested by the prospective customer. In otherembodiments, the wrapper 420 may include a no-clutter code in a datafield of the electronic packet or in the quantification data. The thirdparty service provider server 440 may analyze the no-clutter indicator(as a feature), along with the other qualification data, when modifyingthe sales website requested by the prospective customer for display. Inother embodiments, the listener event script 410 of the contentengagement system may directly modify the sales website from thethird-party service provider server 440 to block or remove theadvertising content.

The no-clutter indicator may further include a one-time password (OTP),such as a time-based one time password (TOTP) or HMAC-SHAI OTP (HOTP),other such authorization data. This password may be used by the receiverof the quantification data to verify that the sender is authorized tosuppress the advertising clutter. For example, the verification of thepassword may provide a third party service provider receiving the packetconfidence that the advertising clutter is being removed by anauthorized content adviser of the context engagement system. In someembodiments, the OTP, similar to the technology used in RSA key fobs,may be generated as a random authentication code/token, eitherperiodically time-based generated (TOTP) or generated for one-time use(HOTP). This random code/token may be placed in the qualification databy the wrapper 420 of the content advertiser/publisher server 480 andshown to the third party service provider of the quantification data forverifying the request. Mathematical methods may be used to verify thatthe random code/token received in the quantification data is a validpassword for the content adviser at the point of time of transmittingthe packet.

In some embodiments, the server 480 of the content advertiser or contentpublisher can authenticate to the third party service provider server440 through the open path of the browser 470 using the OTP mechanism.The content advertiser/publisher server 480 may exchange secret keyswith the third party service provider server 440, using the knownmethods of generating OTP authentication code/tokens. The contentadvertiser/publisher server 480 may pass the authentication token to thethird party service provider server 440 by adding the token to the linkin the browser 470 (in the URL for the website requested by theprospective customer), so as to pass an authentication token to thethird party service provider server 440. In this way the two servers arenever directly in communication, apart from the original exchange ofsecret keys, but yet a request being made can still be qualified to aknown origin of the qualified content advertiser/publisher server 480.

The user device 460 of the prospective customer may then transmit theelectronic packet with the qualification data 476 to a third partyservice provider server 440. A sales process 450 executing on the server440 receives the electronic packet with the qualification data for theprospective customer. The sales process 450 displays a particular saleswebsite based on the web content identified in the receivedqualification data. The sales process 450 further triggers, in themoment of interaction, modifications to the web content displayed on thesales website consistent with the qualification data 444, including theengagement score. The modifications in the moment of interaction by thesales process 450 may be triggered by a Call to Action transmission linkconfigured to personalize the web content on the landing page of thesales site based on the qualification data. In particular, the Call toAction transmission link may tailor the web content on the landing pagebased on the prospective customer's level of engagement with thecontent, as indicated by the engagement score in the qualification data.The Call to Action link may be used along with the no-clutter indicator,and associated password, of the quantification data, to verify andremove advertising clutter 446 unrelated to the personalized web contentfrom the landing page of the sales site.

For example, in this way, a prospective customer may link to a contentarticle by a publisher from a front-end of a website, such as socialnetworking website (e.g., Facebook), via the web browser 470 executingon the user device 460. Based on the interaction of customer within thecontent article, the wrapper 420 transmits 476 a content request of thecustomer to the service provider server 440, along with quantificationdata (including the no-clutter indicator and associated password). Inresponse to verifying the no-clutter indicator, the sales process 450executing on the server 440 cleanses the displayed content of extraadvertising clutter and focuses on the Call to Action transmission linktailoring the content on the landing page based on the quantificationdata. If the prospective customer, instead, directly retrieves thecontent organically from a sales website of the third-party serviceprovider, the server 440 would display the content with the usualadvertising clutter, as the third-party service provider is not provideda qualified (no-clutter) indication of intent and authorized passwordfor removing the clutter.

The teachings of all patents, published applications and referencescited herein are incorporated by reference in their entirety.

While this invention has been particularly shown and described withreferences to example embodiments thereof, it will be understood bythose skilled in the art that various changes in form and details may bemade therein without departing from the scope of the inventionencompassed by the appended claims.

What is claimed is:
 1. A computer-implemented method for facilitating modification of web content in a moment of interaction, the method comprising: detecting and tracking user browser activity and user interaction with a portion of online content in a web browser running on a computing device; caching the detected and tracked user interaction and user web browser activity data; calculating an engagement score based on (i) the cached data and (ii) user web browser activity, the engagement score reflecting the user's level of engagement with the portion of online content; and sending a prospective customer and the calculated engagement score to a third party service provider, the third party service provider, upon receiving the calculated engagement score, triggering modification to web content in a moment of interaction with the web content.
 2. The computer-implemented method as claimed in claim 1, wherein the detected and tracked user interaction with the portion of online content includes user scroll behavior, user mouse behavior and length of time between scrolls.
 3. The computer-implemented method as claimed in claim 1, wherein the portion of online content is an article or product review.
 4. The computer-implemented method as claimed in claim 1, wherein a scoring engine is provided by a third party entity to calculate the engagement score.
 5. The computer-implemented method as claimed in claim 1, wherein the tracked data, user web browser activity and engagement score are stored in a repository.
 6. The computer-implemented method as claimed in claim 5, wherein calculating the user engagement score is further based on previously collected data stored in the repository.
 7. The computer-implemented method as claimed in claim 1, wherein a user engagement score above a pre-determined value is associated with a high level of user engagement with the portion of online content and a score below the pre-determined value is associated with a low level of user engagement with the portion of online content.
 8. The computer-implemented method as claimed in claim 1, wherein the wrapper is triggered to dispatch the cached data and user session activity in response to pre-determined user activity; and computing the modification to web content in the moment of interaction varies based on the calculated user engagement score.
 9. The computer-implemented method as claimed in claim 8, wherein the modification to web content in the moment of interaction includes an offer associated with a product.
 10. The computer-implemented method as claimed in claim 1, wherein the detected and tracked user interaction with the portion of online content includes user scroll behavior, user mouse behavior and length of time between scrolls.
 11. The computer-implemented method as claimed in claim 1, wherein the detected and tracked user interaction with the portion of online content includes known traits of a user of the computing device including information that identifies the status of the user as male or female, high-net worth, and frequent traveler.
 12. The computer-implemented method as claimed in claim 1, wherein the detected and tracked user interaction with the portion of online content includes geographic information about the user either provided explicitly through a geo location service offered by the browsing environment or through an IP address location.
 13. The computer-implemented method as claimed in claim 1, wherein the detected and tracked user interaction with the portion of online content includes user scroll behavior, user mouse behavior and length of time between scrolls.
 14. A computational data processing system configured to facilitate modification of web content in a moment of interaction, the data processing system comprising: a listener configured to detect and track user browser activity and user interaction with a portion of online content in a web browser running on a computing device; a wrapper, in communication with the listener, configured to cache the detected and tracked user interaction and user web browser activity data; an engagement scoring engine, in communication with the wrapper, configured to calculate an engagement score based on (i) the cached data and (ii) user web browser activity, the engagement score reflecting the user's level of engagement with the portion of online content; and a communication interface configured to enable a third party service provider to receive the calculated engagement score and triggers modification to web content in a moment of interaction with the web content.
 15. The system of claim 14, wherein the detected and tracked user interaction with the portion of online content includes user scroll behavior, user mouse behavior and length of time between scrolls.
 16. The system of claim 14, wherein the portion of online content is an article or product review.
 17. The system of claim 14, wherein the scoring engine is provided by a third party entity.
 18. The system of claim 14, wherein the tracked data, user web browser activity and engagement score are stored in a repository.
 19. The system of claim 15, wherein calculating the user engagement score is further based on previously collected data stored in the repository.
 20. The system of claim 14, wherein a user engagement score above a pre-determined value is associated with a high level of user engagement with the portion of online content and a score below the pre-determined value is associated with a low level of user engagement with the portion of online content.
 21. The system of claim 14, wherein the wrapper is triggered to dispatch the cached data and user session activity in response to pre-determined user activity.
 22. The system of claim 14, wherein the modification to web content in the moment of interaction varies based on the calculated user engagement score.
 23. The system of claim 22, wherein the modification to web content in the moment of interaction includes an offer associated with a product.
 24. The system of claim 14, wherein the listener is embedded within the portion of online content.
 25. A data processing system configured to provide qualification information regarding an end user device, the data processing system comprising: an electronic packet generated in response to a user event in communication via a communication network at a sales site of a third party service provider operating on a communication network; the electronic packet being configured in a common format that computationally qualifies a user operating a computational device, the electronic packet including qualifying data that inform a sales process including qualifying the user based on at least one of: gender bracket or age bracket, the sales process being processed at least in part via a third party service provider; a communication interface arranged to cause the third party service provider to receive the user qualification electronic packet; and the electronic packet being configured to cause the third party service provider to trigger modification to web content in a moment of interaction at the sales site including causing implementation of a Call to Action transmission link configured to personalize the sales process on the landing page transmitted to the user's computational device.
 26. The computer-implemented method as claimed in claim 1, further comprising: sending an indication to block advertising clutter and an associated password to the third party service provider, the third party service provider, upon receiving and verifying the password, triggering modification to remove the advertising clutter from the web content in the moment of interaction.
 27. The system of claim 14, wherein the communication interface is further configured to: enable the third party service provider to receive an indication to block advertising clutter and an associated password; and upon verifying the associated password, trigger modification to remove the advertising clutter from the web content in the moment of interaction.
 28. The data processing system of claim 25, wherein: the qualifying data that informs the sales process further includes an indication to block advertising clutter and an associated password; and the electronic packet being configured to cause the third party service provider, upon verifying the associated password, to trigger modification to remove the advertising clutter from the web content in the moment of interaction at the sales site. 